Hamilton Beach- licensing-and-brand-strategy -


  • Brand Strategy
  • Branding + Identity
  • Licensing
  • Strategy Consulting

Project Details


Hamilton Beach, a leading small kitchen appliance brand, sought BSP’s help to identify customer trends in order to increase sales of new, non-core products. With our insights, Hamilton Beach found that it could increase long-term value by strategically growing its brand footprint inside key retailers. BSP developed an expansive strategic licensing program for the Hamilton Beach and Proctor Silex brands that spans more than 300 new SKUs and provides consumers with a broad array of products in multiple categories inside Walmart, Target and Kmart stores in the U.S., Canada and Mexico.  Product sales resulting from licensing partnerships generate approximately $100 million wholesale annually in product categories including microwave ovens, refrigerators, water dispensers, vacuum cleaners, fans, cookware, bakeware, and kitchen accessories.